Review of Professional Management- A Journal of New Delhi Institute of Management

Open Access Open Access  Restricted Access Subscription Access

Digital Marketing Communication in Indian Car Market:Understanding the Attitudinal Beliefs


Affiliations
1 BCIPS, Dwarka, Delhi, India
2 Department of Commerce, Lakshmibai College, University of Delhi, India
 

Digital technologies have created remarkable effects on communication, promotion, branding and importantly consumer behaviour. Consumers in the marketplace are getting accustomed to myriad digital tools, technologies and channels. Marketers irrespective of size, type and industry are increasing their digital spend as this medium offers more return on investment compared to traditional marketing. In India, digital stats are increasing over the years in terms of internet access, possession of digital devices, subscription of social networking sites and increased time devoted to various digital usages. Marketers are adapting fast to digital format because it is interactive, personalized, relevant, informative and cost effective. FMCG, BFSI and Automobiles have been consistently ranked as the top digital spenders of the country for last five years. Consumers are attracted towards the digital medium because it is attractive, easy to use, engaging and offers customers the relevant content by recognizing them as an individual having unique needs rather than being a faceless member of the masses. The present study is an attempt to understand the attitudinal beliefs of digital marketing communication in Indian car market. The study is based on primary and secondary data. Secondary data were reviewed extensively to understand the characteristics of digital marketing. Primary data are collected from 801 respondents using area wise proportionate sampling from Delhi. Reliability of the scale was checked with the help of Cronbach's Alpha. One sample Wilocoxon Signed Rank Test was applied as test of significance.

Keywords

Digital Marketing, Technology, Indian Car Market, Value Proposition.
User
Notifications
Font Size

  • Alexa K., Shayne M., Robert W., & Michael, Z. (1996). Current Research: Marketing to the Digital Consumer. The McKinsey Quarterly, 3(1). 3-21

  • Anand, N. &Chaudhari, Y. (2012). Digital Marketing Takes Centre Stage. DNA India. Retrieved from http://www.dnaindia.com/money/report-digital-marketingtakes-centre-stage-1775513.

  • Bayo-Moriones, A., & Lera-Lopez, F. (2007). A firm-level analysis of determinants of ICT adoption in Spain.Technovation, 27(6). 352-366.

  • Becherer, R. C. & Halstead, D. (2004). Characteristics and internet marketing strategies of online auction sellers. International Journal of Internet Marketing and Advertising, 1(1). 24-37.

  • Edelman, D. & Heller, J. (2015, August 12). How d ig ita l marketing operations can transform business. Insights & Publications. McKinsey & Company. Retrieved from http://www.mckinsey.com /insights/marketing_sales/how_digital_marketing_operations_can_transform_business

  • Egan, 3. (2007). Marketing communications. Cengage Learning EMEA.

  • Emarketer (2015). Digital Paves the Way to Car Rental and Purchase in Germany Over 40% o f internet users research cars online. Retrieved from http://www.emarketer.com/Article/Digital-Paves-Way-Car-Rental-Purchase-Germany/1013511#sthash.UJWwHQLQ.dpuf

  • Ferrar, M. (2010). Understanding digital marketing. The British Journal of Administrative Management, 12 (14).

  • Gay R., Charlesworth A., 8i Esen R. (2010) On-line Marketing: A Customer Led Approach. Oxford University Press.

  • Google Study (2012). More car buyers hunting on-line before hitting showrooms: Google study. Retrieved from http://www.campaignindia.in/Article/304011,more-car-buyers-hunting-on-linebeforehitting-showrooms-google-study.aspx

  • Gupta, S. (2015) Volkswagen India: Das Auto Digitally. Harvard Business Publishing for Educators. Retrieved from https://cb.hbsp.harvard.edu/cbmp/product/IMB513-PDF-ENG

  • Hooda, S., &Aggarwal, S. (2012). Consumer behaviour towards e-marketing: a study of Jaipur consumers. Journal o f Arts, Science & Commerce, 3(2). 107-118.

  • J. D. Power Report (2015). Vertical Websites Have the Greatest Impact on New-Vehicle Purchasing Decision. Retrieved from http://india.jdpower.com/press-releases/2015-china-auto-media-study-ams

  • Kaplan, R. S., 8i Norton, D. P. (2004). Strategy maps: Converting intangible assets into tangible outcomes. Boston, Harvard Business Press.

  • Kaptyukhin, R. V., Romanov, A. A., Zhidkova, 0. N., 8i Danchenok, L. A (2013). Features of Online Marketing Communications and Their Classification. World Applied Sciences Journal, 27(13), 131-136.

  • Kierzkowski, A., Mcquade, S., Waitman, R., 8i Zeisser, M. (1996). Current research: marketing to the digital consumer. The Mckinsey Quarterly, (2). 180-183.

  • Kink, N. 8i Hess, T. (2008). Search engines as substitute for traditional information sources? An investigation of Media Choices. The Information Society, 24(1). 18-29

  • Nair, S. (2015, November 4). Thinking of buying a car? Just go online! Your Story. Retrieved from http://yourstory.com/2015/ll/cardekho_com/

  • Ricciuti, M. (1995). Database vendors hawk wares on Internet. InfoWorld, 17(2). 9- 10.

  • Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying.Journa/ o f Strategic Marketing,19{6). 489-499.

  • Yasmin, A., Tasneem, S., 8i Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5). 69-80.

  • Accenture Global Automotive Report (2015). Would you buy a car online? Retrieved from http://www.pcquest.com/would-you-buy-a-car-online/

  • Afaqs (2011, October 7). Volkswagen strengthens digital presence; launches Planet Volkswagen. Retrieved from http://www.afaqs.com/news/ story/31852_Volkswagen-strengthens-digital-presence-launches-Planet-Volkswagen.

  • Afaqs (2013, July 22). Maruti Suzuki names Digitas as its digital agency. Retrieved from http://www.afaqs.com/news/story/38257_Maruti-Suzuki-names-Digitas-as-its-digital-agency

  • Booz 8i Company (2011). India Automotive Market 2020. Retrieved from http://www.booz.com/media/file/BoozCo-India-Automotive-Market2020.pdf, 2-8

  • Bruce, Chris (2015, February 5). Young car buyers prefer to buy cars online. Who knew? AutoBlog. Retrieved from http://www.autoblog.com/2015/ 02/05/young-car-buyers-shop-online-avoid-dealerships/

  • CarDekho.com (2015, July 22). Online Innovation is the key to success in auto industry, says CarDekho. Business Standard. Retrieved from http://www. busi ness-standard.com/article/newscd/online-innovation-is-the-key-to-success-in-auto-industry-says-cardekho-115072201091_l.html

  • Digital Vidya (2015, September 14). Volkswagen India used social media marketing to increase followers up to 2,300 on its LInkedIn page. [Blog] Retrieved from http://www.digitalvidya.com/blog/volkswagen-india-used-social-media-marketing-to-increase.


Abstract Views: 616

PDF Views: 217




  • Digital Marketing Communication in Indian Car Market:Understanding the Attitudinal Beliefs

Abstract Views: 616  |  PDF Views: 217

Authors

Rekha
BCIPS, Dwarka, Delhi, India
Gayatri
Department of Commerce, Lakshmibai College, University of Delhi, India

Abstract


Digital technologies have created remarkable effects on communication, promotion, branding and importantly consumer behaviour. Consumers in the marketplace are getting accustomed to myriad digital tools, technologies and channels. Marketers irrespective of size, type and industry are increasing their digital spend as this medium offers more return on investment compared to traditional marketing. In India, digital stats are increasing over the years in terms of internet access, possession of digital devices, subscription of social networking sites and increased time devoted to various digital usages. Marketers are adapting fast to digital format because it is interactive, personalized, relevant, informative and cost effective. FMCG, BFSI and Automobiles have been consistently ranked as the top digital spenders of the country for last five years. Consumers are attracted towards the digital medium because it is attractive, easy to use, engaging and offers customers the relevant content by recognizing them as an individual having unique needs rather than being a faceless member of the masses. The present study is an attempt to understand the attitudinal beliefs of digital marketing communication in Indian car market. The study is based on primary and secondary data. Secondary data were reviewed extensively to understand the characteristics of digital marketing. Primary data are collected from 801 respondents using area wise proportionate sampling from Delhi. Reliability of the scale was checked with the help of Cronbach's Alpha. One sample Wilocoxon Signed Rank Test was applied as test of significance.

Keywords


Digital Marketing, Technology, Indian Car Market, Value Proposition.

References





DOI: https://doi.org/10.20968/rpm%2F2017%2Fv15%2Fi1%2F151691